> I just need to be good at what I do and my business will be successful.

> It’s a business, it’s supposed to be hard work and long hours — it’ll get better.

> I have to lower my prices to beat out my competition.

If you’ve ever thought these things about your salon, then you’re buying into a lie, according to Dan Lok and DJ Richoux, authors of Lies Salon Owners Believe and the Truth That Sets Them Free. In this new book, Lok, a salon owner, and Richoux, a marketing coach, set out to debunk the seven lies they claim are holding salon owners back. “These lies can trip you up,” they write. “They can keep you from expanding, from growing, from really enjoying your business, and from building a salon that supports your life instead of being a prisoner and slave to your business.”